April 17 – Welsh club Wrexham, made internationally famous by their Hollywood owners Ryan Reynolds and Rob McElhenney and the Netflix documentary ‘Welcome to Wrexham’, have signed Gatorade as their official sports drink three days after achieving a second consecutive promotion into the EFL’s League One, England’s third professional tier.
April 11 – Spain-based energy company Iberdrola has agreed a three-year sponsorship with the Portuguese Football Federation (FPF) covering the women’s game in Portugal.
April 10 – 16-time JD Cymru Premier champions The New Saints Football Club have announced a partnership with Beer Trading & Kompass Wines, naming them as the official beer and wine supplier for the club.
April 10 – Sports broadcaster Premier Sports has confirmed its return to the UK market having bought back its business sold to Swedish streaming platform Viaplay in a deal that includes naming rights to the Scottish League Cup, to be called The Premier Sports Cup next season.
April 9 – LaLiga has agreed a regional sponsorship deal in Latin America with online trading platform Exness, which is looking to strengthen its position in the LatAm region.
April 8 – Online betting operator Betano will replace Assaí as a title sponsor of the Brazilian topflight.
April 4 – The Women’s Super League and Women’s Championship are close to finalising a landmark sponsorship agreement, as Barclays prepares to double its financial support for the two leagues.
April 3 – The Football Federation of Montenegro (FSCG) has signed a one-year sponsorship with Crnogorski Telekom, part of the Deutsche Telekom Group.
April 2 – Superbet will become a new main sponsor of South American champions Fluminense in a deal worth at least €7.7 million a year.
March 27 – Betano has been named the new shirt sponsor of Premier League Aston Villa in a two-year deal worth £20 million per season.
March 25 – The Romanian Football Federation (FRF) and Romanian fashion brand Bigotti have signed a partnership agreement until the end 2027. Bigotti becomes the official partner of the Romanian national football team, announced FRF.
March 22 – Premier League Manchester United have agreed a multi-year global partnership Malaysia Airlines who become the club’s official commercial airline.
March 15 – European sponsorship has surged to €30.9 billion, marking a return to pre-pandemic levels, according to the latest research by the European Sponsorship Association (ESA) in collaboration with Nielsen Sports.
March 13 – The Albanian Football Federation (FSHF) has increased efforts in looking for sponsors and partners for the country’s national team, issuing an open invitation to join a revamped sponsorship programme.
March 12 – The Romanian Football Federation (FRF) and online bookmaker Betano, part of Kaizen Gaming, have extended their strategic partnership until 2030, becoming the brand’s longest partnership globally.